Lerwick Brewery has been announced as the official beer of Up Helly Aa, the famous Shetland Islands (Scotland) fire festival. A dedicated IPA – UHA ’25 – has been created in partnership with the Jarl Squad, which spearheads the annual event.
The agreement marks a milestone for both the brewery and the festival, uniting two iconic island institutions.
Up Helly Aa, held annually on the last Tuesday in January, is a spectacular Viking-themed celebration that includes a torch-lit procession, a longboat burning and all-night festivities in Lerwick, the islands’ capital. The festival attracts visitors from around the world to witness this unique spectacle.
The decision to partner with a local brewery is seen as a natural choice for Up Helly Aa, further strengthening its ties with the Shetland community. As the producer of the official beer, Lerwick Brewery will be a key part of the celebrations, with its brands available at the various venues hosting the festivities during the evening following the torch-lit procession and the burning of the longship.
The brewery, founded in 2012 by three brothers, has established itself in Shetland with its iconic 60°north Shetland lager and a range of award-winning craft beers.
CEO Graham Mercer commented, “Storytelling is central to our mission, highlighting Shetland’s unique heritage of the brewery, its passionate team and its commitment to quality and innovation. “We are delighted to partner with Up Helly Aa, an event that is not just a festival, but a deeply rooted part of Shetland’s tradition.
Calum Grains, this year’s Guizer Jarl, who will lead the procession, said, “It is invaluable to have a local company like Lerwick Brewery who have committed to supporting us, with a real understanding and appreciation of what Up Helly Aa means to Shetland.
